Most will not open your newsletter on your laptop or fixed console, open it on their mobile or tablet.
A study of the Pew Research Center reads:
“… 88% of smartphone owners use it to read their emails at least once a day …”
According to Litmus, 53% of emails are open to mobile devices and tablets.
Take advantage of every second
In general, you have a few seconds to gain the attention of the reader. This time will determine whether they will take the time to read it or move on later. It is up to you how to win them, but keep in the back of your mind that the first impression is the most important.
One column works best
Things on the cell phone are a bit cramped when there’s a lot of information, menus and photos next to each other. Many devices reflect responsive design but are still not easy to read on a small screen.
Use a column to show your content and limit it below 600 pixel width for optimal results.
Mobile devices will not display more than 40 characters as a general rule. You do not want your message to be confusing and not readable because it exceeds the limit.
The topic of the newsletter is the first thing the reader will see and often determines if they will read it or not. It is worthwhile and time to create a topic for your newsletter, which will be relevant and will attract the reader’s interest.
Text before the header
This text is located at the top before the main part. Readers see it before they even open your email.
Small fonts (10 or 11pixels) do not look right on mobile devices. We want to avoid trying to maximize users and generally have difficulty reading it. Try 14pixels as a general rule to make the newsletter look good on both laptop and mobile devices.
Be careful with pictures
If you have technical knowledge, it would be best to use responsive code so that your images look right on mobile devices.
If not, put pictures smaller and compress them to 50%. Also, incorporate alt text so your email looks right, whether the images are open or not.
Separate your text
A big paragraph makes it hard for readers. They may stop reading below or losing their interest.
Divide your text into paragraphs, put spaces and columns for easier reading.
Many buttons and links on a small screen will be confusing. Make clear what action your readers want to do.
Place the energy button (example, visit your site) in a prominent position centered in the center so that it is visible to all readers and easy to press.
Do not use the classic menu
Do not forget that this is not a website but a mobile-friendly email.
Limit the links to the minimum and leave space visible between the buttons.
Try on different devices
Make your tests before sending the newsletter. A useful tool is the Google Chrome console and the http://ami.responsivedesign.is/
Your main concern should be the reader. It can be very frustrating if you can not read something you received in your mail and surely the potential customer will quickly press the delete button if he/she encounters a problem.
See the points you highlighted above and take them into account in your next campaign planning.